Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success

This paper examines the links between proactive environmental strategies, organizational capabilities and competitiveness. A model is proposed and tested using a sample of 232 Spanish hotels. An orientation for learning and innovation are conceived not only as drivers for adopting pro-environmental policies, but also as determinants of competitiveness. Data are analyzed through the use of partial least squares. The findings confirm that a proactive environmental strategy and innovation favor organizational competitiveness. However, a learning orientation does not directly predict organizational competitiveness. The paper discusses both conceptual and practical implications for the development of successful hotel operations and management.